Premier Foods’ leading meal accompaniment brand, Branston, is out to reinvigorate the mayonnaise category with its latest innovation: Branston Mayo with a Twist.
The biggest launch from Branston since the introduction of their successful Relish range four years ago, Mayo with a Twist sees Branston diversifying once again into a completely new market.
Available in four flavours in a convenient squeezy format, including Lime & Chilli, Lemon & Roast Garlic, Sweet Chilli and Mustard & Onion, the NPD is set to bring incremental sales to the £123m category.
By combining a thick, creamy mayo with fresh tangy ingredients and plenty of texture, Branston is bringing something completely new to the market.
Flavoured mayonnaise is still in its infancy, currently accounting for just 6% of the category. However, it is growing at a massive +96% year-on-year, and Branston plans to invigorate the sector by becoming a key player in the market.
The Branston brand has a proven track record of delivering category growth, demonstrated by the success of Branston Relish, which has helped to grow the category by +60% since its launch in 2005.
Flavoured mayonnaise has already added incremental sales to the mayonnaise category, attracting unique consumers to flavoured mayonnaise and getting existing shoppers to trade up.
63% of flavoured mayonnaise consumers purchase it in addition to plain. The remaining 37% are unique flavoured mayonnaise shoppers. This means there is a big opportunity for sales within this market to grow.
Kelly Pym, marketing manager for Branston, says: “Foods that have been neglected, such as baked beans and relish, have now been rejuvenated by adding some Branston ‘oomph’.
“We are confident that this new activity in the mayonnaise sector will deliver the excitement the category needs and add incremental growth by providing what consumers want – an innovative new angle on a much-loved product.
“Retailers should stock up to capitalise on increased sales throughout the peak spring and summer season.
The launch will be supported by an integrated marketing campaign and instore support activity. Branston Mayo with a Twist is available in cases of 6 x 295ml and retails at £1.59.
Source: Premier Foods
